Assessing Service Quality and Customer Patronage of Campus-Based Restaurants in Ekiti State, Nigeria

The relevance of service delivery on customer patronage of campus local restaurants cannot be overemphasized. The study assessed the effects of service delivery on campus local restaurants in Ekiti State, Nigeria. The research objectives specifically assessed the effects of service delivery on customer patronage of campus local restaurants in Ekiti State, Nigeria; examined the impact of food quality on customers patronage of campus local restaurants; evaluated the role of service delivery in influencing customers satisfaction and loyalty to campus local restaurants; assessed the effect of restaurant ambiance and environment on customer experiences, and evaluated the importance of pricing and perceived value for money on customer decisions. A descriptive research design of survey type was employed for the study. The population of the study comprised students enrolled in selected institutions in Ekiti State, Nigeria. A sample size of 888 respondents were selected for the study using multi-stage sampling procedure. A self-structured questionnaire was developed to collect data for the study. Descriptive frequency counts, percentage, and multiple regression analysis were used to analyse the data. The study revealed that food quality, responsive customer service, appealing ambiance and perceived value for money significantly impact customer satisfaction and repeat patronage of campus local restaurants in Ekiti State, Nigeria. The findings of the study revealed that the quality of food served at the campus local restaurants is an important determinant for patronage. The study concluded that maintaining high food quality, exceptional customer service, a clean and inviting restaurant environment and competitive pricing strategies in campus restaurants promotes customer patronage. The study recommends that there should be adequate investment in staff training, digital innovations, and maintaining high hygiene and food quality to sustain customer patronage.